Paze Launch Campaign by Early Warning Services, Noble People, Nomology and SPCSHP Wins First-Ever Best Use of YouTube at 2025 Digiday Media Awards

NEW YORK, May 19, 2025 /PRNewswire/ -- Early Warning Services, LLC ("Early Warning"), in partnership with media agency Noble People, YouTube video solutions partner Nomology, and creative agency SPCSHP, has been awarded the inaugural Best Use of YouTube at the 2025 Digiday Media Awards for its breakthrough campaign introducing Paze^SM checkout.

The award recognizes the team's collaborative, high-impact campaign to launch Paze, a convenient online checkout solution offered by banks and credit unions and developed by Early Warning, the company behind Zelle.^® The campaign, and video creative in particular, focused on humor and relatability during the online shopping experience, speaking to the ways in which we all find joy in shopping. 

By combining YouTube's most effective ad formats with custom targeting, real-time optimization, and strong brand safety controls, the team broke through a crowded digital wallet category to drive awareness and engagement. 

"Launching a new brand in a mature category demands more than just media, it requires a bold message, deep audience insight, and the right partners to bring the brand to life," said Andrea Gilman, Chief Marketing Officer, Early Warning Services. "This campaign was a result of close collaboration, shared vision, and smart execution and we're honored to see the collaboration recognized by Digiday," said Gilman. 

Noble People and Nomology worked closely to build and execute a strategy that blended creative storytelling from SPCSHP with platform intelligence. "When you combine strong creative with smart targeting on a high attention platform like YouTube, you get results. In this case we saw a 120% lift in Ad Recall and a 65% jump in Brand Awareness," said Megan Hennelly, Media Director at Noble People.

The campaign included a mix of skippable and non-skippable video, YouTube TV integrations, competitive conquesting, and ongoing optimization through Nomology's proprietary Performance Optimization Engine. Every step of the effort prioritized brand safety and consumer relevance. 

"Partnering with Early Warning and Noble People on this campaign for Paze was both collaborative and rewarding, and this recognition from Digiday is a wonderful way to celebrate the success," said Rich Knopke, Head of Sales at Nomology. "This work highlights how Nomology's technology and transparent Performance Reinvestment Pricing Model can drive stronger results and deliver more media value." 

About Paze
Paze is a reimagined online checkout solution that banks and credit unions offer to consumers and merchants, combining all eligible credit and debit cards into a single wallet and eliminating manual card entry. Solving long-standing challenges in e-commerce, Paze provides an easy experience for consumers and merchants alike. More than 150 million credit and debit cards have been added to the Paze checkout solution. To learn more about Paze, visit www.paze.com. Paze is operated by Early Warning Services, LLC, an innovator in financial and risk management solutions. 

About Nomology
Nomology is a performance media partner purpose built for YouTube. With a transparent Performance Reinvestment pricing model and proprietary optimization technology, Nomology helps brands unlock greater efficiency, stronger results, and better media value. Nomology delivers high performing and brand suitable YouTube campaigns at scale with a focus on transparency, flexibility, and measurable outcomes.

About Noble People
Noble People is an award-winning, NY-based media agency that combines creativity, data and measurement to deliver business results for brands. The agency specializes in communication strategies that sync paid, owned and social media channels, and believes that extraordinary marketing strategy requires data-informed decisions, big ideas, and a "no-bull" approach to be distinct and effective in the market. Noble People works with marketers who are seeking innovative approaches to standard media playbooks, and advises some of the world's biggest brands on how they should market themselves across all media channels to achieve maximum growth. Noble People's clients include BJ's Wholesale Club, Coca-Cola, Cresco, Paze, Atlassian, and tastytrade.

About SPCSHP
Founded in 2000, SPCSHP consists of a collective of creative specialists exploring new ways to engage and connect with people. Part of the next generation creative, technology and media company MSQ, the agency puts human connection at the heart of growing business, going beyond creating content to craft human-centric stories that resonate. SPCSHP leverages a range of proprietary offerings and tools, from newsletter Internet Brunch to research tool Reveal, to stay ahead of the curve when it comes to all aspects of culture and human behavior. 

Media Contact
Arrianna Martin – Nomology
[email protected]
323-848-4270

SOURCE Nomology